THE DFSIN DIFFERENCE

Rebeca's Story

A RISING STAR TO MAKE A DIFFERENCE

To say Rebeca Wieler Chen is a rising star is an understatement. Since joining the team at Desjardins Financial Security Independent Network Southwestern Ontario in September of 2023, she has quickly become the trusted go-to advisor for many local small businesses, building a loyal client base. She was recognized as one of the most accomplished advisors in 2023 and 2024 both at the financial centre level and across the network.

Of mixed heritage and fluent in Portuguese and German, Rebeca believes as a financial advisor she is given the tools to make a difference in people’s lives and she intends to use them wisely. 

As an independent advisor, I have the flexibility that I need to offer my clients with different products from many Canadian companies. This independence allows me to find the right solution for my clients’ specific needs so I can give them advice that they can trust. 

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“For me, being independent was never just an option; it was a necessity. I love that I found a network that supports and encourages the growth mindset.”
 

REBECA WIELER CHEN
Financial Advisor
DFSIN Southwestern Ontario
London, ON

A CONVERSATION WITH REBECA WIELER CHEN

I joined the network in September 2023 while I was still a student of Business Finance, a program focused on personal finance and qualifications for CFP, QAFP or PFP designations. During my studies, I was advised to pursue a banking position to apply my knowledge in a practical setting. However, I felt that working within a bank would limit my ability to offer truly customized solutions to clients. I wanted the independence to recommend the best financial products without being restricted by a single institution's offerings. 

This led me to Desjardins Financial Security Independent Network (DFSIN), which provided exactly what I was looking for—the independence with access to a diverse range of solutions that I could tailor to my clients' needs.  

Without a warm market in Canada, it wasn’t easy to get things started but that never deterred me from working hard to build my client base. I truly believe that as advisors we are given the tools to make a difference in people’s lives; it’s up to us to use them wisely. Looking back, I couldn’t have asked for a better opportunity. 

Rather than a career change, I see this as a natural evolution of my professional journey. I have always been an entrepreneur. I started my first company at 16 and incorporated my first business at 18. Over the years, I developed a passion for managing different types of businesses, launching two more companies along the way. This experience deepened my knowledge of business management and strategic planning. Having said that, the transition was certainly still challenging; moving to a new country and adapting to a different financial landscape required significant learning. However, this experience helped me discover my true passion: helping clients achieve financial success through comprehensive financial planning.

Through my work, I began advising other business owners on organization and management strategies. And I quickly realized that small business owners often struggled with personal finances, which inspired me to shift my focus. This was when I started studying personal finance to provide more comprehensive support to my clients.

Absolutely. When starting in this industry, you don’t close any doors; you simply focus on helping as many people as possible. In my early months, I had no specific direction; I was just speaking to anyone and everyone crossing paths with me. Soon, I realized that many of my clients were newcomers to Canada, and they were referring me to others in similar situations. 

I define newcomers not just as recent immigrants but as individuals without generational financial knowledge passed down through their families. Many of my clients have lived in Canada for 10–20 years, yet they still struggle to navigate the financial system and don’t always know where to start. 

This is where I make the biggest impact. I understand their challenges because I have been in their shoes. Whether they’ve been in Canada for one month or 20 years, they often face the same obstacles. Speaking their language and understanding their cultural background helps me build rapport and address their specific financial concerns. 

I believe so! As an entrepreneur myself, I relate to the unique challenges small business owners face at different stages of their journey. My experience allows me to guide them toward the best financial solutions based on their current business phase.

One of the biggest gaps I’ve identified is the lack of knowledge about protecting both their businesses and their families. Many business owners are so focused on growth that they overlook essential financial concepts. I help them ensure their families are protected while they build their legacy, and later, I assist them in preserving that legacy when the time comes. This progression makes them more confident in their finances and more comfortable with the usual business risks they are faced daily.

Recognizing that I wanted to be independent was just the first step. As a new advisor, I knew I needed support and a solid structure to build my own practice. When I found my place at DFSIN Southwestern Ontario, I realized they provided exactly that. 

From day one, I was impressed by the level of training and support. The focus wasn’t just on business growth but also on maintaining due diligence and compliance, critical aspects for anyone new to the industry. 

With weekly training sessions, a management team that is always available, and access to specialists in various areas, I felt empowered to thrive. My market presents unique challenges and special scenarios, and having a strong support system has been instrumental in my success. 

As a woman in the industry, I’ve noticed that many of my clients relate to me on a deeper level. In my market, women often handle the financial decisions for their families. Because I understand their challenges firsthand, I can provide solutions tailored to their needs. It’s incredibly rewarding to help families improve their financial well-being through simple yet effective strategies.

Speaking of life and work balance, I remember during my first six months in business, I was also a full-time student. This experience proved that being an independent advisor with DFSIN was the right choice for me. I have complete control over my schedule, allowing me to accommodate my clients while prioritizing my personal commitments. This flexibility would not have been possible in a traditional 9-to-5 role.

Do your research. Understanding the financial industry and the differences between DFSIN and other firms is essential. Independence doesn’t have to come at the cost of peace of mind. The business model here affords us all-around support always within our arm’s reach.  

For me, independence was never just an option; it was a necessity. I love that I found a company that supports and encourages this growth mindset. 

I have an incredible support system at my fingertips, with specialists to help me with complex scenarios. These resources allow me to deliver exceptional services to my clients, giving them peace of mind.

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